Transpharmation Masterclass: Build your Customised Pharmacy Retail Category
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The document discusses how to build a customized retail category for pharmacies focusing on continence. It recommends defining the niche customer segment, designing the category around customer wants and needs, and addressing common challenges. Examples are given of defining continence demographics and customer issues as well as merchandising, signage, and services to engage customers and ensure repeat visits. Common challenges mentioned include lack of store space. The overall goal is to differentiate pharmacies by creating a dedicated health category focused on customer care.
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Transpharmation Masterclass: Build your Customised Pharmacy Retail Category
- 1. How to BUILD a customised retail category for your pharmacy Robert Sztar & Hilary Kahn Managing Director, Pharmactive Director, Frontline Strategies MONTHLY MASTERCLASS
- 6. Today’s Lunch Agenda • Define the niche • Design the niche – what the customer wants and needs • Common challenges • Getting it to work in store • Getting Started
- 8. Why should I be thinking creating a customised retail category? Operational Efficiency Patient Centric Smart Technology
- 9. Hilary KAHN Copyright Pharmac/ve 2015
- 10. Why have a customised category at all? © Copyright Frontline Strategies 2015
- 11. The Purpose 1. A real point of differentiation – Dominant health category – Easier to shop – More interesting, better advice – Passionate customer-engaging team 2. Get closer to the customer and the community © Copyright Frontline Strategies 2015
- 12. The Health Customer Value ProposiUon 1. What will we recommend to enable the customer to manage the condition more effectively? 2. What can we offer to get better faster? 3. It’s a total store project – everyone gets involved © Copyright Frontline Strategies 2015
- 13. Pain? Healthy GutPain Centre Healthy Gut BeVer Bladder Many Big Health OpportuniUes © Copyright Frontline Strategies 2015
- 14. 1. Defining the niche © Copyright Frontline Strategies 2015
- 15. 1. Define the niche -‐ Get started now! 1. Demographic -‐ exisUng and growth 2. Visit compeUUon 3. Review exisUng niches 4. Analyse your scripts 5. Ask ‘what if’? – More skills, more passion, more markeUng, more range, more services, more space, beVer merchandising = more commercial? 6. Do you want to do it? © Copyright Frontline Strategies 2015
- 16. InconUnence -‐ The Facts 1. 4.8M Aussies suffers from InconUnence (960 per Rx/5000) 2. More than 70% of these are women 3. 70% do not seek any help for their condiUon 4. 65% of women in Dr waiUng room are inconUnent 5. 30% of men in Dr waiUng room are inconUnent
- 18. 2. Design the niche - what the customer wants and needs! © Copyright Frontline Strategies 2015
- 19. First become the customer and identify his/her major issues © Copyright Frontline Strategies 2015
- 20. 80% approach Most people most of the time © Copyright Frontline Strategies 2015
- 21. PreventionMobilityPain OUTCOME OsteoArthritis Medicines Creams Exercises Heat & cold packs Rubs Exercises Aids Fish Oil Glucosamine Foods Exercises MORE MOBILE JOINTS © Copyright Frontline Strategies 2015
- 22. Stress InconUnence • Who is affected? • What is the actual problem/s? – Can they do anything about the problem? – PrevenUon? – Day by day? – Ongoing? © Copyright Frontline Strategies 2015
- 23. Show and tell! High impact and visibility Anonymity + easy access Enough space to shop 1. Can (not should) they buy without intervenUon? 2. Is it easy to buy if they wish?
- 31. 3 key ‘must do’s’ Get to Customers and the community 1. How will customers/ community know you have this niche? 2. What will get their aVenUon? High Impact In the pharmacy 1. How will customers want to buy? 2. How should you approach customer engagement? Ensure revisit 1. Why will they revisit? 2. Ways of ensuring revisit 3. What are your best opUons? © Copyright Frontline Strategies 2015
- 32. HP Hospital HP Physio Rx HP GP C C C Events, a key iniUaUve for exposure to new customers. © Copyright Frontline Strategies 2015 HP Mother’s , Gyms
- 34. Social Media & Technology
- 35. Embrace services in the pharmacy
- 36. In the pharmacy © Copyright Frontline Strategies 2015
- 37. ConUnence Adjacencies ConUnence Diabetes Sleep Apnea Baby, weight Counsel area Nurse, high skill Bladder Control ACTIVITIES HIGHLIGHTING PRODUCT OR SERVICE Anonymous purchase © Copyright Frontline Strategies 2015
- 38. Ask us for help! You can manage Bladder Leakage Category SoluUon Merchandising Poster Staff Badge © Copyright Frontline Strategies 2015
- 39. Ask for our help. Contact: Continence Foundation of Australia 1800 33 00 66 www.continence.org.au Find a pelvic floor physiotherapist Better Bladder Control Guidelines to managing and treating pelvic dysfunction. General Guidelines Pelvic dysfunction can be managed, treated and often cured! 1Strengthen your pelvic floor Use our recommended materials to show you how. • Build strength, control and support in pelvic floor muscles • Improve bladder and bowel control and prolapse support • Prepare for recovery from pregnancy • Improve sexual sensation 2Don’t get caught unprepared How long will you be out? Take odour neutralising products, creams and a change of clothes as precaution? Know where the closest toilets are. Check fluid intake? 3Use pelvic floor strengtheners Pelvic floor muscles (especially the sphincter) weaken for many reasons. As they weaken, the problem gets worse. Some sufferers struggle to feel their pelvic floor muscles. Up to 80% of sufferers are helped by combining their daily exercises with the use of vaginal weights to further strengthen, tone and support the pelvic floor. 4Treat constipation and urinary infection Avoid further stretching and straining of the pelvic floor by managing constipation and urinary infections. Burning? Pain? Difficulty or frequent urination? Visit your GP for diagnosis and treatment. 5 Increase fibre intake Have more fibre, mainly from daily doses of fruit, vegetables, legumes, seeds, nuts. If adding fibre, do so gradually and simultaneously increase water consumption to avoid blockage! 6Achieve a healthy weight Extra weight puts further strain on the pelvic floor, often worsening the condition. The pharmacy can assist with a tailored weight loss program. Lifestyle Remedies 1 Manage fluid intake. Drink slowly and only when thirsty. No more than 2 litres daily. Drink water, rather than alcohol, caffeine or fizzy drinks. 2 Eat a healthy diet with more fibre. Eat more fibre (2 servings fruit, 5 servings vegetables, 5 servings bread and cereals + more legumes, seeds, nuts) to add bulk to stools. 3 Achieve Healthy Weight. Extra weight puts further strain on the pelvic floor, often worsening the condition. The pharmacy can assist with a tailored weight loss program. 4 Stop Smoking. Chronic (long-term) coughing associated with smoking can weaken the muscles of your pelvic floor and lead to bladder and bowel control problems. 5 Practice good toilet habits. Only go to the toilet when you need to. When sitting on the toilet fully relax pelvic floor and sphincter muscles (don’t hold breath or strain). Walk, don’t run to the toilet. Breathe normally.Stretching the pelvic floor will weaken it. Treat all infections immediately. Understand the symptoms We have a range of products to help protect, soothe, sanitise and make people feel more comfortable. Visit the ‘Better Bladder Control’ section. There are several different types of incontinence: Stress Incontinence is the loss of urine when pressure is exerted on the bladder by coughing, sneezing, laughing, exercising or lifting something heavy. This could result from pregnancy, childbirth, menopause or removal of the prostate gland.The pharmacy can assist with the treatment and management of Stress Incontinence. Other types of incontinence can be managed and treated surgically. Urgency Incontinence presents a sudden, intense urge to urinate followed by involuntary loss of urine with only a few seconds warning. May result in over-frequent urination. See your doctor to determine cause and solutions. Overflow Incontinence – Frequently or constantly dribble urine. May be result of inability to fully empty bladder or produce only a weak stream of urine. See your doctor to determine cause and solutions. Functional or Total Incontinence – often in older people who forget or can’t get to a toilet on time. Some exercises, pilates and yoga make incontinence worse. Find out what you can and can't do from a specialist. Pelvic floor and Women’s Health physiotherapists specialise in the treatment of pelvic floor problems using specific exercises in concert with other treatments. These treatments may include bowel. Ask your pharmacy for a referral to a physiotherapist who can help. Ask for our help. Ask for our help. © Copyright Frontline Strategies 2015 The customer engagement offer
- 41. 3. Common challenges © Copyright Frontline Strategies 2015 © Copyright Frontline Strategies 2015
- 42. 1. My pharmacy is too small to give the space or 2. I just don’t have enough space 3. I’m in a brand – they wouldn’t let me do this Overcoming some BIG issues © Copyright Frontline Strategies 2015
- 44. You have to make the space – 1.2- 1.8m! © Copyright Frontline Strategies 2015
- 45. © Copyright Frontline Strategies 2015
- 46. Don’t squeeze into available space
- 47. Space PrioriUes 1. Start by clearing slow, aging, dead stock 2. Make the space you have stand for ‘health’ 3. Make your space profitable
- 48. © Copyright Frontline Strategies 2015
- 49. 4. Getting it to work for you! © Copyright Frontline Strategies 2015
- 50. 7 Ingredients 1. Commit + passion from the top 2. High impact merchandising 3. Team training and specialisaUon 4. Ongoing markeUng (community) focus – Bring customers to you – Take the category to the customers 5. Get a health network working with you 6. ROI = focus on targets 7. Prepare to put effort © Copyright Frontline Strategies 2015
- 51. SeJng Targets for the InconUnence Category Annual turnover requirement = $130,000 (current $30,000) Typical soluUon average sale = $30 + (current $11) Customers needed per day = 12.27 pd © Copyright Frontline Strategies 2015 Turnover $90,000 AS $30 Tx = 57.69 pw/9.6 pd (6 days)
- 52. Revisiting and getting closer to the community Rx CUSTOMER ENGAGES WITH A STRONG INTERESTING CATEGORY AND TRAINED STAFF. CUSTOMER ARRIVES TO FILL A SCRIPT. CUSTOMERS ENGAGE WITH INSTORE AND COMMUNITY BASED ACTIVITIES & EVENTS. CUSTOMER IS MONITORED AND INVITED TO RETURN. © Copyright Frontline Strategies 2015
- 53. Management can’t do it in isolation © Copyright Frontline Performance Holdings – www.tictoctimetoshop.com
- 54. Swimming in the same direction © Copyright Frontline Performance Holdings – www.tictoctimetoshop.com
- 55. Summary Step 1: Study your customers, the market, $ potenUal Step 2: Use the 80% issues approach to determine category elements • Don’t forget how customers want to buy and how you sell • Don’t forget the dispensary Step 3: There will be challenges • In space, and with the brand planners – sort both out Step 4: Commit Step 5: Set category targets © Copyright Frontline Strategies 2015